Enabling customer co-creation behavior at a distance: the case of patients using self-monitoring handheld devices in healthcare

The inherent feature of inseparability causes significant sufferings for the service sector. In the case of diabetes disease in healthcare, this problem is reduced by asking patients to self-monitor blood glucose at home (SMBG). Despite the task’s importance, many patients do not fully accomplish. This study investigates what factors of patients affect their adherence to SMBG and how physician consultation fosters their adherence. Empirical results show that the adherence level is driven by patients’ capability and self-efficacy, both of which are fostered by the knowledge acquired from physicians. These findings provide insights to support strategies to reduce the service inseparability.